Mumbai: India’s leading national pizza chain, Ovenstory Pizza unveiled their new television brand campaign, conceptualised by Wondrlab – India’s platform-first martech start-up. Positioned as the ‘The Standout Pizza’, the campaign uniquely demonstrates Ovenstory’s superior pizzas as compared to other pizza brands by highlighting the brand’s innovative pizza flavours and offerings that appeal to customers.
Ovenstory pizza is India’s largest home-grown pizza brand with different types of Cheese as its USP – Chipotle, Tandoori, Peri-Peri, and El-Classico Cheese. Apart from promoting the four delicious cheese flavours, the four-film campaign also highlights the brand’s personal ‘Semizza’ offering, where customers can order half cut 11” pizzas of their favourite toppings and preferences. Ovenstory pizzas are thinner and have a crispier crust and consumers can try them out along with limited period offers. Current pizzas do not give consumers the choice of cheeses, and the personal pizza category is still limited to regular 6” pizzas which often compromise on toppings. Ovenstory addresses these problems with a customer-first focus on innovations in the pizza space. This campaign brings this philosophy and innovation alive and serves as the launch of the brand’s positioning as a ‘standout pizza’.
Speaking about the successful campaign, Indrajit Ghosh, Global Head – Marketing Communication and Design, Rebel Foods, said, “The key to any successful campaign is clear messaging. Ovenstory pizza is a disruptor in its category, and it was important for the messaging to come out clearly. The ad-film campaigns by Wondrlab bring the essence of the brand, while effectively conveying how we stand out from the crowd. The films have been appreciated on various platforms and we look forward to this continued partnership and creating memorable campaigns together.”
Amit Akali, Co-Founder & Chief Creative Officer, Wondrlab, said, “The briefing process was fun! The team experienced the brand, before dipping their hands into the task of bringing out real, everyday conversations around pizzas. To make every film interesting and add a surprise element to it, we had an interesting reveal of the kids. e.g. In one of the ads, the kids are camouflaged within the furniture, while in another they are hidden in the plants. The challenge of course was doing all of this in 15/20 seconds! The initial reactions have been encouraging and we look forward to some great results. Hopefully, next time anybody orders a pizza they’d go for the ‘standout’ one.”
The campaign moves away from mainstream representation of brands and introduces children as the protagonists in all their videos. While adults are possibly less open to change, children are often known to question and challenge the status quo, much like Ovenstory Pizza. The films portray real issues of mainstream pizzas such as too much crust, basic cheese flavours, and importantly the lack of options to choose half-pizzas – Semizzas. Each of the four ad films addresses these issues while pointing out why Ovenstory Pizzas are the standout option.
The brand campaign went live in May 2021 and is currently running across television and digital platforms. Watch the brand campaign here: